This IDC Perspective discusses the future of customers and consumers as defined by a global team of IDC analysts. In this document we highlight a model for interactions between customers and brands through the prism of technology and prepared a framework for a deeper look at the ways in which changes in customers, technologies, and brands continues to define this dynamic relationship with the end goal being empathy@scale. In future documents, we will dig into the different elements of the future of customers and consumers from both the perspective of the customer and from the perspective of the consumer.

"In 2020, IDC expects companies to spend over $553 billion on customer experience technologies and services. The actual impact on the customer experience in a dynamic market and the resulting impact on the bottom-line revenue for a brand remains a question for many executives," said Alan Webber, program VP and IDC's global lead for Future of the Customer and Consumer research. "The customer is the most important part of any business, so it is critical that companies adapt to this new digital world and through the use of technology provide a differentiated experience."



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